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Jewellers Inc.

1.
Jewellers Inc.
by Marco Piras

2.
The current conversion funnel
• Out of the 2000 people who visited the
website, only 66, or 3%, went on and
purchased a product.
• The best conversion rate is on the page
where people land after searching for a
relevant keyword: 80%
• The biggest drop offs are on the add to
cart page (90%) and the product category
page (59%). While the performance of the
product category page is okay compared
to industry standards, the checkout needs
to be optimised. Typically, only half of
visitors with an add to basket leave the
site without completing the order.*
3
Products purchased
66
2000
1591 (80%)
1591
658 (41%)
658
66 (10%)
409
933
592
Website visits
2000
Product Category Page
1591
Add to cart page
658
* Source: http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/

3.
Device usage by region and mobile CR
• The UX on mobile is
particularly important
because 60% of the trafﬁc
is coming from mobile
devices.
• This large amount of mobile
sessions is driven by
regions like Brazil and
India, where the majority of
visitors are on mobile.
Mobile visitors from Brazil
and India make up together
34% of the total visitors.
• The website seems to be
already optimised for mobile
visitors since the conversion
rate for tablets and mobile
devices is much above the
industry average: +2% for
mobile and +2,5% for tablets.*
* Source: http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/

6.
Recommendations
• Remove payment plans where there’s positive GDP growth and ppl are not using
them: Canada, India, US.
• Improve payment plans offering in countries experiencing negative growth. Explore
partnership with credit card providers, for example.
• Test increasing time spent on product pages for other categories to see if it
increases conversions. Focus should be on watches, where small improvements in
time spent can bring higher conversions, compared to the other categories.
• Test simplifying product pages for rings with the goal of decreasing time spent on
the product page. Test whether it increases conversion rates for these products.
• Try to bring conversion rate on mobile on pair with tablets by streamlining the
checkout ﬂow.
• Streamline the checkout ﬂow on Desktop, where conversion rates seem to be
abnormally lower than mobile.